Beyond Transactions: Leveraging Mobile Banking Technologies to Enhance Customer Satisfaction and Loyalty in Morocco

Introduction: Digital tools represent valuable assets that enable organizations to design more personalized marketing strategies. Therefore, successful companies are those able to effectively adapt their operations to emerging technologies. Today’s digital transformation profoundly reshapes the customer experience, driving new expectations for personalization and round-the-clock availability, 24 hours a day, 7 days a week. Banking is facing major challenges in meeting these demands for seamless digital experiences. Addressing these challenges requires organizations to enhance their mobile banking capabilities. The ongoing investment in mobile technology and data protection are critical to meeting the needs of tech-savvy customers and building consumer trust.

Methods: Founded on the stimulus-organism-response (SOR) paradigm, this study looks at the relationship between mobile banking technology, customer satisfaction, and customer loyalty. The data were obtained through a web-based survey filled out by 233 mobile banking users in Morocco. These data were analyzed according to the partial least squares structural equation modeling (PLS-SEM) method.

Results: The findings revealed that m-banking technology positively and significantly influences customers' satisfaction. In addition, they show that customer satisfaction indirectly enhances customer loyalty through the intermediary role played by trust.

Conclusions: This study contributes to the literature by adopting the SOR paradigm in the banking sector context. It offers actionable implications for managers to enhance satisfaction and loyalty in the Moroccan banking industry, emphasizing that trust is a crucial driver in digital transformation strategies.